Your hard work has paid off and your marketing efforts have won you business but now is most definitely not the time to take your foot off the gas. Many companies use retention strategies as each customer represents an opportunity to make a customer loyal for life. If this sounds a lot like hard work then you’d be wrong – here’s some simple tips on why marketing to your existing customers is so important. If you’re looking for inspiration, read our recent content marketing blog post.
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Delight your customers
At Napier, we are big fans of the Inbound Marketing methodology, where you attract visitors to your business, convert them to leads with your outstanding content and then close them as customers. But the process does not stop there – why stop the momentum? Don’t forget about marketing to your existing customers – ‘Delight’ them and ensure they stay a customer and even more powerful than that, allow them to become a brand advocate by delivering more for less with a great content strategy
Tools for delight
By now you are well on your way to mastering content marketing, you’re doing something right if you’re moving visitors through the buyer’s journey. So what does delighting customers look like? Hopefully you will have built up a profile of your customer types or personas through the purchasing process but now it’s time to find out what they need after they have made a purchase. The best way to do this is to ask. You can use online survey’s or voting buttons in targeted email campaigns to get these answers and find out what gets them clicking on your online content. If you’re using a marketing automation platform such as HubSpot you can employ the use of smart calls to action on landing pages that present users with offers that change based upon their buyer persona.
Harness Social Media
If you’re not quite there yet then don’t forget you can also utilise social media. Monitor what customers are saying about your brand, take on board the good and the bad and create content and take action accordingly. A good example might be a customer complaint about installing a product, they might take to social media to complain they found it tough. Rather than seeing this as negative, take it on board…if you find this is a trend then consider creating instructional video’s. This will not only delight the customer but can also be used as marketing content that is easily shareable online.
Buyers are even more empowered today, information is everywhere and is much easier to find, which means retaining customers can be tougher. In order to stay ahead you need to deliver the goods, provide excellent customer service AND stay top of mind for all the right reasons. A well thought out content and email marketing strategy delivered through marketing automation will ensure you keep one step ahead of the competition, delight your customers and deliver more with less effort from your marketing team. it’s win-win all round!
